Facebook to replace relevance score with 3 new metrics in April

Facebook announced Wednesday it is replacing its ad relevance score with three new “more granular” metrics. It will also be removing six additional ad metrics, replacing them with what it calls “more actionable” measurements.

Goodbye relevance score. Facebook’s relevance score offered advertisers insight into how relevant an ad may be to the audience it targeted. The relevance score was reported as single metric, but starting Wednesday, Facebook will begin rolling out three new metrics to replace the relevance score. The single score will no longer be available after April 30.

Three new relevancy metrics. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.

The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.

The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.

The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

As with the previous relevance score, these new metrics are not factored into an ad’s performance in the auction, but instead provide insights into how changes to creative assets, audience targeting or post-click experience may impact ad performance.

Other metrics sunsetting. In addition to the relevance score, Facebook is shuttering six other ad metrics next month.